PRACTICE 05 DAIC-26/09/22

-Alba López Fernández

alba.lopez6@udc.es
-GROUP REPRESENTANT.Carmen Magariños Blanco
carmen.magarinosb@udc.es
-Inés Magariños Barros
ines.magarinos@udc.es
-Dani Noya Paredes
d.noyap@udc.es .
Marshall, economic approach
Ultra fast fashion consumers are
influenced by price and quantity
Marshall, economic approach

Customers are caracterized by waiting to buy

for the sales
Pavlov, psyco-sociological approach

The stimilus is believe that you will

become handsome and with sex-appel
using the product
Pavlov, psyco-sociological approach

Thematic decoration related to specific days or festives in

shop. For instance we have Halloween and Valentines.
Veblen, psyco-sociological approach

It is believed that old people should not dress like young people.
Veblen, psyco-sociological approach

To belong
into a certain
group, buying a
type of clothing
such as hippie
Maslow, motivational approach

For a football fan a T-shirt from

its favourite team cover all the
levels
Maslow, motivational approach
The last level of self-actualization
is covered by fashion designers
Freud, motivational approach
Eros
Customers feel sexy and empowered
Freud, motivational approach
Tanatos
Dark, gothic, even related to the devil
Hezberg, motivational approach
SATISFIER FACTOR
In Zara, you can customize a
lot of garments
as for instance bags and
hoodies
Hezberg, motivational approach

DISSATISFIER FACTOR
Brands like Louis Vuitton continue to
produce animal skin accessories, this can
create satisfaction in some customers but it
can also influence many others when
purchasing it.
 The Consumer Involvement

The characteristic smell of its shops help the

customer remind the shop when they are in other Oysho has a free section of yoga sessions
space
 The Consumer Involvement

Nowadays, events such as pop-ups or meetings give brands an opportunity to

present themselves as something closer to their customers and make them feel
a part of it.
MOTIVATION-internal determinants

Balenciaga is the clear example that one of the

simplest objects can satisfy the highest needs,
the essential motivation thus becomes an
emotional motivation.
PERCEPTION-internal determinants

Balenciaga's distressed sneakers may delight one individual while

another may find them horrible because the perception of the same
product can vary greatly from one consumer to another.
EXPERIENCE/LEARNING-internal determinants
Victoria´s Secret Fashion Show
The shows helped visitors and clients to feel
like models
PERSONAL CHARACTERISTICS-internal determinants

Quicksilver´s man is young, athlete and

adventurer
ATTITUDES-internal determinants

C A B
-Elegant -Wasp lifestyle -Predisposes to an idealised
-Classy -Class belonging American way of life
-Timeless -Classic
-Jeans and cotton -Wealthy
CULTURE/SOCIAL VALUES-
external determinants

Carolina Herrera collection inspired by

Mexican culture, the colors of its culture
and its craft techniques.
SOCIAL CLASS-external determinants

UPPER CLASSES SEEK EXCLUSIVITY AND STATUS

Luxury brands such as Christian Dior represent
elegance, opulence, exclusivity and show
products that only a few can afford.
 REFERENCE GROUPS-external determinants

Sara Baceiredo and her Paula Echevarría collaboration
collaboration with Krack
Brand collaboration
with influencers
allows the company
attract new clients
since you could not
be a customer of the
brand but you are a
follower of the
influencer
with Primark
 FAMILY-external determinants

We can consider buying in a shop a family tradition if you have a good memory of the
brand when you were a child probably you are continue buying in there
PURCHASE-CONSUMPTION
DECISIONS-external determinants

Biker jackets have been created only for the

purpose of protection when riding a motorcycle,
but as a reaction to different trends, brands finally
direct this product to the general public
 INFORMATION-external determinants

Consumers demand information from companies about their products

in terms of sustainability, such as the materials used, the way they are
produced, the certificates and the place of manufacture.
THANKS FOR
LISTENING!!!